Satellite radio is providing listeners uninterrupted radio broadcasts from coast-to-coast. While subscribers must pay for this service and have a special receiver, listeners have an average of 150 stations to choose from on both XM and Sirius satellite radio. XM boasts the largest subscriber base at more than 7 million subscribers and Sirius boasts more than 5.1 million subscribers.
While individual station listenership is difficult to gauge, satellite radio is one good option for reaching younger, early adopters of technology. Many programming options for satellite radio are repurposed from traditional radio, so often times getting a hit on traditional radio can result in the added value of being on satellite radio as well. As satellite radio gains more popularity, it will expand its programming options to offer more original programming only found on satellite radio.
One key aspect of radio that satellite radio has yet to truly tackle is the localization that traditional radio provides, so pitching until satellite can provide a little more geographic customization that traditional radio is known for, it will continue to be a value added medium, not a central focus of PR campaigns.